With Google currently testing the waters with a number of algorithm changes, sports betting and casino operators will be fighting for visibility in an ever-expanding market,
According to a new report published by interamplify, an international SEO platform that focuses on traffic optimization for global businesses, large-scale sponsorships and engaging advertising campaigns such as TV, radio and print can all play an important role in a brand’s visibility among bettors. This, the company said, has long been a key driving force for search volumes on Google.
With more states beginning to open up across the US too, it is expected that there will be a rise in non-branded searches – with bettors opting for terms such as ‘online casino’ and ‘online sports betting’ rather than particular operator names.
This, interamplify explained, makes it seem that “Google is inferring that the user intends to buy a plurality of operators and for this reason shows in the results different informative and affiliate sites comparing the best options”.
The report read: “Despite the dominance of branded searches, it is to be expected that the expansion of legalized gambling will bring with it an increase in non-branded searches.
“Although there is some correlation between the number of branded searches and ranking for non-branded searches, many large firms continue to struggle ranking in top positions, especially some traditional European operators.”
When it comes to an individual brand’s prominence in search engines, it was highlighted that the volume of branded searches most likely influences the positioning of non-branded search terms.
One key factor to consider, however, is satisfying search intent. “There are circumstances in which branded searches are more decisive than in others,” interamplify added.
“If two websites are able to resolve search intent equally effectively, branded searches will be a determining factor, insofar as they represent an indicator of popularity. However, if a website does not satisfy search intent equally effectively, it will not be able to enjoy the full potential of its branded searches until it matches its competitor in the degree of search intent satisfaction.”